The Great Brand Dilution

For decades brands basked in the glory of control, control over consumers' perceptions, impressions, and ultimately, decisions and ensuing experiences. Or better said, business leaders enjoyed a semblance of control. While businesses concentrated resources on distancing the connections between customers, influencers, and representatives, a new democracy was materializing. This movement would inevitably render these faceless actions not only defunct, but also perilous.

Fueled by the socialization of media, content and connections served as the foundation for this new democracy and "we the people" ensured that our voices were heard. Social Media would forever change the balance of power within markets, placing the fate and stature of brands in the words and actions of consumers and the people and groups that influence their decisions. Brands didn't just "lose" control of defining impressions, businesses lost the ability to govern shared experiences.

Suddenly people enjoyed the freedom to publish their thoughts and the capacity to earn prominence in these fledgling social ecosystems. No longer was it an era of brands saying what they wished us to think, it was now clear that people were in control of their impressions and more importantly, how, where and when they shared them.

It's no longer about what we say, it's what they say about us now that counts.

Sometimes truth and reality awaken us to a new reality. And in this case, everything changes ... for the better.

Contrary to popular belief, social media didn't invent conversations, it just allowed us to organize and surface them. But, when we look at the importance of branding, the mechanics and methodologies for defining, protecting, and growing the brand profoundly change. As such, the value of brands are at risk of dilution based on the aggregate of shared experiences by the new social consumer. And, perhaps the greatest challenge that faces brands in addition to dilution, is the inability to right its course in real-time. As media democratized, the meter for establishing prominence started to accrue varying levels influence for its participants while many businesses missed their calling. It's not too late for brands to engage however, the difference is that everyday people have earned greater reach than some businesses within these social channels.

The Evolution of Brand Marketing

The medium is no longer just the message. In social, the medium is the platform and as such, people now represent both the medium and the message where reach is defined by a blending of the social graph, the context of the story and ensuing connections, and also by the state of the attention aperture of those to whom we're connected.

Simply stated, social media is changing brand marketing and forcing a (r)evolution that will unfold differently within each organization.

MiresBall and KRC Research recently conducted a study that found 4 out of ten brand marketers believe that social creates challenges to maintaining brand integrity. In addition, more than a third believed that social networking affected brands to the point where marketing strategies would require new thinking. This new direction however, is rife with new challenges as well as opportunities.

Belief that Social Media Creates New Challenges for Protecting Brand Integrity, 2010

Belief that Social Media Provides an Opportunity to Reach New Customers

Brand marketers realize the importance of social media, but they're unclear as to how it can specifically help with engendering loyalty. 35% believed social lends to loyalty, but 30% disagreed and another 35% were neutral on the subject. While marketers were split on loyalty, over one-half agreed that social media serves as bridges to reaching customers and prospects.

Update the Brand Style Guide

The study also revealed a growing concern among brand marketers and how they engaged with consumers today. The consensus was that in order to successfully connect with consumers in such a way that reinforces brand attributes, representatives require training, messages, and empowerment.

When it comes to brand dilution, consumers aren't alone in their endeavors. Brand representatives and the lack of a prevailing strategy, mission, or purpose in social media causes the breakdown of branding and messages directly from the source. At the moment, a disconnect exists between the brand, its representatives, and consumers in social media. This disconnect starts with understanding the brand's voice, presence, and personality and what it is it needs to say to the varying roles of the social consumer.

I refer to this series of fragmented touchpoints as The Last Mile. And in order to establish connections with individuals in their domains where they are in control of their experiences, it takes empathy combined with value, reinforced by branding elements that strengthen the story, the engagement, and the resulting activity. Without first defining the brand in these prominent social networks, how can we expect it to thrive and flourish let alone inspire consumers?

To prevent the dilution of our brands in social media, everything must begin with revisiting and revising the brand style guide. This style guide must be embodied by brand representatives where engagement is clearly led not by the "brand you," but instead the brand "you represent."

In an era where brands are both created and co-created, defining our brand, its meaning, and its value and humanizing it, will set the stage for collaboration and brand concentration.

Losing control in an era of socialized media and equalized influence, actually gives birth to an important form of empowerment. With a new found ability to listen to conversations tied to brands, products, and experiences and also analyze associated sentiment in real-time is stirring and enlightening. If ignorance is bliss, awareness is awakening. We now have the ability to understand impressions and perceptions and through engagement, we can contribute to their accuracy as well as define our brand relevance and legacy through every profile, conversation and social object we introduce.

Brian Solis is the author of Engageand is one of most provocative thought leaders and published authors in new media. A digital analyst, sociologist, and futurist, Solis's research and ideas have influenced the effects of emerging media on the convergence of marketing, communications, and publishing. Follow him on Twitter @BrianSolis and at BrianSolis.com.

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"It's no longer about what we say, it's what they say about us now that counts."

Agree, to a point. Branding is too identified with what we communicate or say and too little identified with who we're being and what we're doing as a business. No amount of marketing communications through social media or any other channel will make up for a company that says one thing and does another. Brand marketers need to concern themselves with their organization's actions even more than their communications. Yes, "what they say about us" counts. And so does what we do, or don't do, for them.